Consumer Engagement Scale

What it measures

Measures consumer engagement with a specific brand across cognitive, affective, and behavioural dimensions. Cognitive processing captures the level of brand-related thought; Affection captures positive feelings toward the brand during interaction; Activation captures the energy and effort expended in brand interactions. Developed specifically for social media brand contexts.

Representative items

• Interacting with this brand stimulates my interest in learning more about it. (Cognitive Processing)
• I think about this brand a lot when I am using it. (Cognitive Processing)
• I feel very positive when I interact with this brand. (Affection)
• Using this brand makes me happy. (Affection)
• I spend a lot of time interacting with this brand compared to other brands. (Activation)

Citation

Hollebeek, L.D., Glynn, M.S., & Brodie, R.J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Service Research, 17(2), 149–168.